Marketing Audit

StarHub
Lecture: Keith Y.N.Ng
Group members:
Nguyen Duy Hieu
Nguyen Thi Cam Van
Nguyen Thi Thu Huong
Vuong Hoai Nam
Zhai Yunmiao
 Outline
1 Brief introduction of StarHub

2 Research Methodology

3 External Impacts

4 Market Segmentation, Targeting & Positioning

5 Marketing Strategy Mix

6 SWOT Analysis

5 Recommendations

6 Conclusion
 StarHub at a glance
Singapore's fully-integrated
info-communication company
Singapore's most innovative
info-communications
providers
Official launch
in April 2000

StarHub
Singapore's fastest two-way
HSPA+ mobile network The pioneer in hubbing

Listed on the main board of the Singapore

Exchange since October 2004
 Milestones
Launched 3G services
Launched Demand TV, Singapore's first near VOD service on television
2005 Launched i-mode mobile Internet service
Overtook competitor to become the second largest mobile operator

Launched Smart TV (DVR) service

2006 First in the world to commercially launch 100Mbps (MaxOnline Ultimate)
Founding member of Conexus Mobile Alliance, Asia’s largest alliance of mobile operators

Launched Southeast Asia's first commercial HDT service

2007 Launch fastest two-way (HSPA) nationwide
Launched innovative mobile Internet service called ‘pfingo’

Launched the first nation-wide location-based mobile advertising service

2008 Launched Home Zone, the world's first commercial 3G Femtocell service
Launched Demand TV, comprising both On Demand Channels

Launched HSPA & network

2009 Announced Singapore’s next generation national broadband network
StarHub was added to the MSCI Singapore Free Index
 Operating Revenue of StarHub

SGD Million
 Reseach Methodology

Research Approach

Primary Research Secondary Research

Media
Interview Observation Sources StarHub
Annual
(TV, case
Report
Internet, Company
etc.)
 External Analysis

Political
Social Impact
Impact

PEST

Economic
Technology Impact
Impact
 Market Segmentation

Demographic Seg Psychographic Seg Behavioral Seg

- A market
- Originating from the segmentation
- The dividing of the
word ‘demography’ strategy whereby
market into different
which means a ‘study the division of the
segments based on
of population’. target market is
social class, lifestyle
made according to
and personality
- Age, gender, income, the patterns
characteristic
and family lifecycle
- Groups based on
knowledge,
attitude, uses, or
responses to a
product
Market Targeting & Positioning

Market Targeting
Mobile services and Postpaid Subscribers

Market Positioning
The second largest mobile network operator, broadband supplier
 Shops
Promotion

partners
- Advertising

areaarea
Shops
Promotion

partners
- Sale promotion

- Online
- Advertising

Place
- Personal selling

- C rowded
- StarHub
- Sale promotion

- Online
- Public relationship

Place
- Exclusive
- Personal selling

- Crowded
- StarHub
- Public relationship

- Exclusive
Market target
Marketing Strategy Mix
Product Life Cycle
 Implication in Manager
Product Life Cycle

Stage Introduction Growth Maturity Declin

Competition Few More Many Redu

Product One More version Full product line Best sel

Price Skimming or penetration Gain market share Defend market share, profit Stay prof

Promotion Inform, educate Build brand preference Build brand loyalty Minimal pr

Place Limited More outlets Maximum outlets Fewer ou

 SWOT Analysis of StarHub
Helpful
Strengths: Internal factors that
(influence of the environment)
can help a firm to achieve its goal. that obstruct a company to
Internal origin
• Full range of products and
services
• New service and product
Opportunities: External
(influence of the environment)
influences that the company may
External origin
use these advantage to develop .
• Offering many new services
• Targeting both individual
clients and corporate clients
Harmful
Weakness: Internal restrictions
accomplish their objective.
• Focusing only on local market
• Higher prices compared with
other competitors
Threats: New external factors
that can make difficulties to the
company to survive in market.
• Uninformative and inconvenient
website
• Unsuited product
 Recommendation

1
Improving retail outlets system

2
Investing more on overseas market

3
Providing better quality of services and phone packages
 Conclusion

Add Your Text

StarHub will continue to maintain their leading
position in the info-communication industry in
Singapore by implementing effective marketing
strategies and creditable performance